SYMANTEC
Client Overview:
Symantec provides end-to-end data security for local and cloud device hardware, websites, email, and databases for small, mid-market, and enterprise-level businesses.
Role:
Creative Director
Campaign:
“Now What?”
The Ask:
Develop a micro-brand, omnichannel creative platform, and messaging hierarchy for 9 different product lines for the Middle-Market audience (500-5,000 employees) that spans APAC, NA, EMEA and LATMA markets.
Concept Description
There’s never a dull moment in security. IT departments are constantly being pulled in a hundred directions, putting out fires, trying to anticipate what’s next. After all, the threat landscape is rapidly evolving—and it’s their job to stay a step ahead. But how are they supposed to get ahead if they’re always scrambling just to keep up?
Symantec is here to help. Whether you’re seeking best practices for cloud migration, deciding what solution to buy or optimizing that solution, their goal is to give IT staff the next steps before they even know they need them.
Because we understood the One Big Question that’s always pulling at them—the question that, once answered, begs to be asked again and again: Now What? We make it Symantec’s business to know—to be ready for anything, so you can be, too.
BRAND DEVELOPMENT
A Brand within a Brand.
Symantec's primary audience are Enterprise-level companies (5K+ employees). When they needed to scale communications to the Mid-Market (500-5K employees), they realized the Enterprise brand wouldn't work. Geometric shapes and photos of modern buildings weren't going to connect to people in understaffed IT departments desperately trying to keep their company’s safe. The brand pivot needed to feature images of people who looked just like them, and that spoke in an authentic way.
Plan it. Shoot it. Build it.
Stock photography wasn’t going to capture the energy this concept needed. Luckily, we had production budget for an 8-model 12-hour photo shoot. That was a long day, but the result was a deep library of diverse options we could span over 9 product campaigns. It also gave us the range in regional and ethnic diversity needed for a global campaign, as well as a variety of facial expressions that could map to any copy scenario.
photography by Bret Hartman
HOW IT SCALED
Internal posters (click to see larger image)
They really liked it, so they wanted to see it everyday.
This series of posters created for the Symantec corporate campus in Mountain View was featured prominently in the hallways, meeting rooms, and campus reception areas.
Display Banners, Social Posts, Infographics, and Emails (click to see larger image)
Oh, and we created channel executions that ran all over the globe.
An arsenal of demand generation tactics was deployed over 5 global regions — and luckily for us, “Now What?” translated wonderfully across a wide range of cultures, languages, and regional dialects. I guess the feeling “Now What?” generated turned out to be pretty universal.